India Proposes Strict AI-Content Labelling Rules Amid Deepfake Risks
The India government has proposed sweeping new regulations requiring AI-generated content on social media and other platforms to be clearly labelled. The move comes amid rising concerns about deepfakes, misinformation and the lack of transparency in generative-AI outputs.
DAte
Oct 22, 2025
Category
Technology & Regulation
Reading Time
5–6 Minutes
According to Reuters, India’s draft rules require platforms and AI firms to label content created or altered by AI with visible markers — for example, at least 10 % of a video’s duration or 10 % of a visual surface must carry a label indicating “AI-generated”.
The rules would also oblige social-media companies and AI-platform providers to collect metadata tracking the origin of AI-generated media, obtain user declarations when content is uploaded, and deploy technical measures to detect altered content. The Indian government cited the risk of misinformation, election interference and deepfakes in its proposal.
With India hosting nearly a billion internet users, the stakes are high. The proposed framework aligns India with earlier moves by the European Union and China, but introduces some of the earliest quantifiable criteria for visibility and traceability of AI-generated content.
Key Highlights
India proposes mandatory labelling of AI-generated content, including visible markers on visuals/audios.
Platforms required to collect metadata traceability and get user declarations when uploading AI-generated media.
The rules designed to tackle risks like deepfakes, misinformation, election manipulation.
Aims to set visible thresholds (e.g., 10 % of visual or audio content must bear labels) as one of the first global mandates of this type.
India’s large user base (~1 billion internet users) means the policy could have significant global downstream effects.
Why This Matters
Trust & transparency in AI content: With generative AI growing rapidly, users must know what content is human-made vs AI-made for informed consumption.
Regulatory precedent: India’s visibility thresholds may become a model for other countries grappling with AI-content policy.
Platform obligations & cost: Social-media firms and AI developers may need to invest heavily in detection, labelling and metadata tools to comply.
Global tech ecosystem impact: Large markets like India influencing AI policy could shift how global tech platforms operate — from development to deployment.
Source
Reuters – Full Article
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